Coolwinks, ELA Pure and Hicare Join Hands with Kajol Starrer ‘Helicopter Eela’

A co-branded campaign has been created which seamlessly merges these brands with the film, featuring the star of the film Kajol. The character of stylish and fashionable woman who is cool and fashionable despite her age, played by Kajol in the film, has an excellent connect with the brand’s core TG of stylish and fashionable customers. This connect has been used to link the brand and the film in the co-branded communication. The co-branded TVC is being promoted by the brand across digital channels and social media. In addition, a meet and greet with Kajol will be organised as part of the association.

Coolwinks is one of India’s finest eyewear brands and a respectable name in the fashion and apparel industry in India. Over its 3 year history, Coolwinks Technologies Pvt Ltd has become a major player in the eyewear industry. Coolwinks products well-loved all over India and the company have made its presence felt effectively in a short period of time.

Mr. Ganesh Ranganathan Iyer CEO of Coolwinks Technologies Pvt Ltd said “An excellent fit between our brand and the character played by the star of the film Kajol in the film Helicopter Eela attracted us towards the tie up. Our core TG of young and stylish people look up to Kajol as a symbol of style and coolness as portrayed in the film. Also it was a great opportunity to reach our core target audience by aligning our brand with an entertainment platform.”

Ela Pure is one of India’s finest upcoming foods and beverages brands and a respectable name amongst food lovers in India. Ela Foods and Beverages is a proprietary company established in 2008 by the visionary Mr. Vijay Rai. Under the guidance of Mr. Vijay Rai the company has touched a turnover of INR 120 crore in FY 2017-18 and has become a major player in the food and beverage industry. Ela Foods and Beverages products are not only well-loved in India but they have also efficaciously marked their presence in several countries across the world.

Says Mr. Rai, Director, Ela Foods and Beverages “An excellent fit between our brand and the character played by the star of the film Kajol in the film Helicopter Eela attracted us towards the tie up. Our core TG of women and mothers look up to Kajol as a symbol of caring and motherly love as portrayed in the film. Also it was a great opportunity to reach our core target audience by aligning our brand with an entertainment platform.”

Hicare is one of India’s finest pest control companies and a highly respected name in the Indian market. Since 2004, Hicare has been India’s leading and most trusted provider for residential and commercial pest control. Hicare’s network, encompassing over 200 cities across India is unparalleled. Hicare is India’s only HACCP certified Pest service provider, with strict enforcement of company guidelines for pest control. Says a spokesperson for Hicare Pest Control “An excellent fit between our brand and the character played by the star of the film Kajol in the film Helicopter Eela attracted us towards the tie up. Our core TG of women look up to Kajol as a symbol of a person who knows and does what’s best for her home and family, as portrayed in the film. Also it was a great opportunity to reach our core target audience by aligning our brand with an entertainment platform.”

Vinay Punjabi, MD and CEO, Blue Bang Media & Entertainment, the agency behind the alliance says “The key objective for these brands was to engage with their core TG which is mothers, women who manage their homes and stylish people. By associating with the movie Helicopter Eela, the brands will connect with their TG through an entertainment platform. Because of the seamless synergy between the brands and the film, this association is sure to be a win-win for both parties.”

Says Mr. Vikrant Sharma, Co-producer, Helicopter Eela “These partner brands have seamless synergy with our film HELICOPTER EELA and the brand ethos of home, family and mother’s love is in line with the character of Kajol in the film. Hence, we saw a great connect between the brands and the film and we are very happy to these prestigious brands as brand partners on our film Helicopter Eela. HELICOPTER EELA is a comedy-drama film produced by Ajay Devgn Ffilms and PEN India Limited and starring Kajol, Riddhi Sen and Neha Dhupia in the lead roles. It is a laugh out loud comedy with an emotional quotient, with a talented cast that will keep audiences hooked till the very end.

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